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In fact, marketers garner 11x higher ROI from influencer marketing than traditional marketing. With all those dollars going to influencer marketing, brand safety is a top priority.
Here are four steps she outlined that marketers can take to ensure that brand safety leads to brand success. Understand the players and be an informed purchaser of services.
The number of influencer marketing service provider options can be overwhelming. And, understanding what they each really offer can be daunting. There are general agencies with add-on influencer services, talent agencies offering to run your program while supplying talent, full service influencer marketing agencies, SAS platforms, third-party verification services, and, of course you can try to run it all yourself with your own in-house department.
Articles by Karen Koslow that you might enjoy: Fake Influencers are Grabbing Headlines: How to Hire Trustworthy Influencers 2. Ask the right questions. The key to finding the right partner for influencer marketing is to ask the right questions For example, when asking about campaign metrics, ask if the agency is reporting actual impressions or using influencer follower count as a proxy for impressions achieved.
What percentage of their program impressions are typically driven by organic versus paid?
What makes this company and services different from others? What suite of services do they offer? How do they vet influencers they recommend and have they worked with these influencers before or are just pulling them from a platform search?
Be alert—fake followers are real. The purchasing of followers and engagements is an easy way for influencers to boost their followers and apparent effectiveness, and justify higher fees from brands. Consider use of a third party verification service. A few such services have launched in the wake of these concerns.
Ask your influencer agency if they subscribe to any of these services. Stay on the right side of the law. This is more important than you might think.
Think like an influencer. Koslow points out five things authentic influencers want you to know.Sr. Brand Manager at Unilever. Location Mumbai, Maharashtra, India Industry Consumer Goods. Current: Unilever; Previous: Blizzard is Flagship case study challenge floated by RPG Group with more than teams from top 11 B-Schools CEO.
Indore Area, India. Shivani attheheels.com: Sr. Brand Manager at Unilever. Challenge • Reach professional women in social media setting Citi Case Study Building engaged communities with LinkedIn Managed Groups LinkedIn provides the perfect environment for helping us ignite conversations with women – and Marketing, Citi; and President and CEO, Women & Co.
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